The Senior Manager, Content Strategy joins Hilton at the start of creating this discipline in Asia Pacific. This role is essential to the establishment of content goals, standards, structures and processes that enable Hilton to strategically create, distribute, and measure content. The Senior Manager, Content Strategy will work across disciplines, building expertise in Hilton’s current content while identifying opportunities to improve process, quality, and reuse.

The Senior Manager, Content Strategy will also lead the creation of our Asia Pacific Creative Studio to support the execution of our global content strategy. The Senior Manager, Content Strategy will direct the resources in Singapore who will produce the high-visibility, high-impact messages and creative assets which brings our customer promise to life across all formats (digital, social, in-app, on site, outdoor and collateral). Key to the role is the development, execution and constant optimization of a cohesive strategy across multiple channels that ensures a strong pipeline of high-value, relevant and engaging content that strengthens Hilton brands and advances our customer goals.

The Senior Manager, Content Strategy will be based in Singapore, and will serve as the champion for content best practices at Hilton in Asia Pacific. An ideal candidate will be an expert in all things related to content and content optimization, brand consistency, segmentation and localization, analytics and meaningful measurement. As this discipline is new in Asia Pacific, the candidate should have an open mind & a willingness to get into the weeds to understand how content works, how it could work, and advocate for how it should work.

What will I be doing?

The Senior Manager, Content Strategy - Asia Pacific will be responsible for performing the following tasks to the highest standards:

Partner with the global Content Marketing Operations team to define content management, digital assets management, metadata frameworks, classification, taxonomy, and governance standards in Asia Pacific. Ensure digital content is stored, managed and tagged appropriately to ensure seamless sharing. * Evolve process to increase efficiency in content delivery including the repurposing of content across multiple channels.

• Perform detailed content audits, identify gaps and develop plans to address.
• Perform market research, gap analyses and competitor research to identify content opportunities and threats and develop strategies to leverage or mitigate each respectively.
• Design content guidelines and quality checklists.
• Create and manage content calendars and execution trafficking.
• Define and execute a business case for in-house creative studio that is scalable and flexible enough to support the needs of the campaigns, various channels, regions and businesses at scale.
• Leverage consumer journey tools, industry and creative insights, testing, and measurement plans / KPIs to collaborate with the marketing teams to evolve content development.
• Work with the Performance & Insights, Social and Media teams to develop and report metrics for content performance measurement and improvement.
• Establish workflow for requesting, creating, editing, publishing, and retiring content.
• Test and optimize: always leverage data to drive future content decisioning and optimize your creative approach to drive better results.

• Provide subject matter expertise to ensure marketing teams are producing engaging, relevant content that supports consumer and customer needs. Advise on best practices for content strategy and content marketing initiatives.
• Ensure all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content.
• Work with counterparts from other areas of the business to continually improve the quality of the website and overall consumer experience on the web and app.

Qualifications

What are we looking for?

A Senior Manager, Content Strategy - Asia Pacific serving Hilton Brands is always working on behalf of our Guests and working with other Team Members. To successfully fill this role, you should maintain the attitude, behaviors, skills, and values that follow:

Bachelor’s degree in content strategy, marketing, communications or related field

7+ years of experience in marketing-related content function in a B2C environment

2+ years of management or supervisory experience

Firm understanding of user experience, and strong content optimization, marketing and social media skills

Understand how to develop a project plan, content brief, content matrix and content strategy roadmap

Experience working with content management systems and strong knowledge of content operations

Ability to work effectively and influence others in a matrixed environment including working within and among teams and influence others at all levels to move projects forward

Excellent project management capabilities to stay on top of details, deliverables and anticipate and propose solutions to potential roadblocks to keep activities on track

Experience creating a resource or library of organized content, translations and version control

Strong analytical skills and comfort working with data and spreadsheets

Experience designing and building creative studio operations

Proven expertise in scale (high volume / fast turn-around content production)

Strong prioritization and decision-making skills with proven ability to manage multiple priorities and projects with deadlines

Hands-on, hardworking and motivated by a discipline in its ‘building phase’

Self-motivated, able to work independently as well as part of a team

It would be advantageous in this position for you to demonstrate the following capabilities and distinctions:

Master’s degree in content strategy, marketing, communications or related field

10+ years of experience in marketing-related content function in a B2C environment; experience leading Content in at least one Asian market; experience across multiple markets a plus

4+ years of management or supervisory experience

Experience working on large digital projects

Experience with complex workflows and multi-channel content distribution

What will it be like to work for Hilton?

Hilton is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels. For nearly a century, Hilton has offered business and leisure travelers the finest in accommodations, service, amenities and value. Hilton is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Our vision to fill the earth with the light and warmth of hospitality unites us as a team to create remarkable hospitality experiences around the world every day. And, our amazing Team Members are at the heart of it all!